Larry Hammond
About Larry Hammond
Larry Hammond is a Business Analyst at the Ontario Ministry of Health and Long-Term Care, where he has worked since 2013. He has extensive experience in media strategy, digital marketing, and analytics, having held various roles in notable companies throughout his career.
Current Role at Ontario Ministry of Health
Larry Hammond serves as a Business Analyst at the Ontario Ministry of Health and Long-Term Care. He has held this position since 2013, contributing to various projects and initiatives within the ministry. His role involves analyzing data and providing insights that support health policy and program development in Toronto, Ontario.
Previous Experience in Business Analysis
Prior to his current position, Hammond worked in various analytical roles. He was a Business Planning Analyst at Honda Inc for six months in 2012. Additionally, he served as a Digital Media Strategist at Crispin Porter + Bogusky Canada from 2008 to 2010, and as a Strategic Account Manager at PHD Canada from 2002 to 2005. His diverse background in business analysis has equipped him with a strong foundation in market analytics.
Education and Academic Background
Hammond holds an HONS BA in Political Science from Wilfrid Laurier University, where he studied from 1992 to 1996. He also earned a BAA in Broadcast Journalism from Ryerson University, completing his studies there from 1997 to 1999. His educational background supports his analytical skills and understanding of media and communication.
Expertise in Digital Media and SEM
Larry Hammond specializes in search engine marketing (SEM) and has over four years of experience in developing effective search campaigns. He has a strong understanding of digital media's role within the overall media mix and sales funnel. His expertise extends to SEM sales lead programs and behavioral targeted display campaigns, which he has successfully implemented in previous roles.
Achievements in Media Strategy Development
Hammond developed the media plan for the first Canadian Media Optimization Study (CMOS), which demonstrated the effectiveness of integrating online media with traditional magazine advertising. He has a proven track record of collaborating with traditional media planners to create consistent and effective media strategies, optimizing the media multiplier effect.